Refreshing the TenX brand — Bringing cryptocurrencies to the masses

At TenX, our primary mission is to bring cryptocurrency to as many people as possible, all over the world.

This year, we found ourselves growing immensely both as a company and as a brand. As the breadth of our product offerings grow, so did our potential customers.

In addition to seeing our own product grow in public interest, we’ve also observed the incredible maturation of the cryptocurrency space as a whole, along with an explosion of innovation in the mobile payments space.

For these reasons, we think we’re getting really close to bringing cryptocurrency to the masses.

Ultimately, it prompted us to stop and reflect on who we were as a company. What do we stand for, in terms of our culture, our core values, and our vision? How will that hold up in a world where cryptocurrencies and decentralised technology are commonplace?

There’s lots to reflect on. We started in 2015 as a small startup, fresh from a hackathon and incubator. Today, having grown to 70 team members in 3 short years, we’re among the more established companies in the blockchain and cryptocurrency space.

Optimistic, Accessible, Confident, Trustworthy, Smart

As we revisited the foundation of our brand and think about how it should evolve, we wanted to make sure that it reflects what we stand for: a safe, inclusive, and trustworthy financial ecosystem.

First, we set out words that expressed the ideals we stood for:

We’re optimistic and confident about a decentralised future

We believe that the financial products of the future should be accessible, trustworthy, and smart

Retaining familiar elements of our brand such as our colour palette, we sought to reimagine our brand through the lens of these ideals.

Logo

As with every rebranding project, an obvious starting point was our logo.